Courses
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Intercultural Brand Building (10 ECTS-Credits, 4 h)
Prerequisites for registration: Positive completion of the compulsory modules according to § 7 Para 2 No 1, 2 and 3, i.e. "Strategy and Leadership, Strategic Branding" as well as "nnovation and Entrepreneurship".
Learning Outcome: Students develop the competence to apply tools for building and developing brands at contact points in a brand-compliant way.
Brand-related Behavior (10 ECTS-Credits, 4 h)
Prerequisites for registration: Positive completion of the compulsory modules according to § 7 Para 2 No 1, 2 and 3, i.e. "Strategy and Leadership, Strategic Branding" as well as "Innovation and Entrepreneurship".
Learning Outcome: Students develop the competence to understand research of the "brand"" phenomenon in the light of the pertinent research traditions.
Store Branding (10 ECTS-Credits, 4 h)
(no courses)
Prerequisites for registration: Positive completion of the compulsory modules according to § 7 Para 2 No 1, 2 and 3, i.e. "Strategy and Leadership, Strategic Branding" as well as "Innovation and Entrepreneurship".
Learning Outcome: Students develop the competence to implement and maintain the instruments of store branding in a targeted manner.
Multi-cultural Brand Research (10 ECTS-Credits, 4 h)
(no courses)
Prerequisites for registration: Positive completion of the compulsory modules according to § 7 Para 1 and § 7 Para 2, the elective module according to § 8 Para 1 No 1, i.e. "Intercultural Brand Building", as well as one of the elective modules referred to in § 8 Para 1 No 2 and § 8 Para 1 No 3, i.e. "Brand-Related Behavior" and "Store Branding".
Learning Outcome: Students develop the competence to use research designs concerned with issues in multi-cultural brand research.
Online Branding (10 ECTS-Credits, 4 h)
(no courses)
Prerequisites for registration: Positive completion of the compulsory modules according to § 7 Para 1 No 1 and 2, the elective course according to § 8 Para 1 No 1, i.e. "Intercultural Brand Building", as well as one of the elective courses referred to in § 8 Para 1 No 2 and 3, i.e. "Brand-Related Behavior" and "Store Branding".
Learning Outcome: Students acquire the competence to understand the origin and development of internet brand processes and to employ suitable instruments for business purposes.
Brand Monitoring (10 ECTS-Credits, 4 h)
(no courses)
Prerequisites for registration: Positive completion of the compulsory modules according to § 7 Para 1 and 2, the elective module according to § 8 Para 1 No 1, i.e. "Intercultural Brand Building" as well as one of the elective courses according to § 8 Para 1 No 2 and 3, i.e. "Brand-Related Behavior" and "Store Branding".
Learning Outcome: Students develop the competence to design systems for monitoring brand equity.
Notes:
- There may still be changes in the courses offered as well as room allocation and course dates.
- The course descriptions found in the English version of the course catalogue are for informational purposes only. Authoritative information can be found in the "Vorlesungsverzeichnis" (German version of the course catalogue).